Jennifer Grimes is responsible for marketing Avanade's ERP and CRM solutions in North America. Previously, Jennifer relied on traditional marketing like trade shows, webcasts, and email. However, she realized focusing on content marketing through blogging, SEO, and social media would be more effective in generating awareness, driving traffic, and converting leads. Using this new approach, Jennifer achieved 300% more traffic, 80% of leads from organic search, and closed 100% more deals. The document outlines a marketing playbook focused on content creation, optimization, and promotion to attract prospects at the top of the funnel and nurture them through the middle of the funnel into qualified sales opportunities.

1. IT’S TIME TO
TRANSFORM
YOUR MARKETING.
Reed Overfelt, CEO – FullQuota

2. Meet
Jennifer Grimes

3. Jennifer is an Industry
Marketing Manager at
Avanade with
responsibility for the
company's North
America Microsoft
Dynamics ERP go-to-
markets and Health
CRM marketing.

4. Like most large Microsoft Partners, Avanade needs
to GENERATE AWARENESS and DRIVE TRAFFIC to
its ERP and CRM websites. More importantly, they
need to CONVERT that traffic into sales-ready leads.

5. Jennifer has historically
relied on traditional partner
marketing tactics like trade
shows, webcasts, direct
mail and email to reach her
objectives.

6. But that was before Jennifer realized
how effective her efforts would be if she
focused less on getting in front of
prospects and more on getting
found online and driving

7. So Jennifer decided to
transform her marketing to
focus more on blogging,
search engine optimization
and social media to drive
awareness and traffic, as well
as insides sales to nurture and
qualify sales-ready leads.

8. And
the
Results?

9. 300%

10. 80%

11. 100%

12. HOW?

13. 1 Have a Plan
2 Become a
TOFU Ninja
3 Master Your
MOFU
4 Keep SCORE

14. The Marketing Playbook is
BROKEN.

15. Buyers have changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.

16. Today’s approach:
“GET IN THEIR FACE”
when they’re not looking.
Tomorrow’s approach:
“GET FOUND”
when they are looking.

17. 12b 2.75b 2.25b
17 billion
searches are
conducted
every month.
SOURCE: COMSCORE, AUGUST 2010

18. 46%
of daily searches are for
info on products or
services.
46%
Products
and Services

19. This is your new business card.

20. 70% of the links search users
click on are organic – not paid.
“Which search result link
did you click on first?”
25%
PAID
70% ORGANIC

21. of all organic clicks go
to the top three
organic search results.

22. First
Page
…and
done!

23. Bottom Line:
If Google can’t find your products and
services, neither will your target buyer.

24. 1
Have a Plan

25. Get inside your customer’s head
Concerns
- Hate being sold to
- Find it offensive to give
name and email
- Don’t want to get spam
sales emails
- Don’t have time to teach
a sales person about their
business problems

26. Understand what motivates
them
Concerns
Motivations
- Want to solve my problem
- Education
- Data/information reports
- Recommendation from a peer
- Meeting other people like me
that have insights to share

27. Create a solution that entices
them and addresses their concerns
Concerns
Entice & Address
Concerns
- Tell them – in simple terms – what
you offer and how it addresses
their business problem.
- Provide customer testimonials,
address vendor risk.
- Offer free “fit” assessments, address
product viability and fit concerns.
- Provide demos and paid trials to
prove value.

28. 2
Become a TOFU
Ninja (Top of the Funnel)

29. Your customer’s purchase
in stages
Purchase
Consideration
CLOSED
DEAL
Awareness

30. An organizational model for
your sales funnel stages
Bottom of the Funnel
Middle of the Funnel
CLOSED
DEAL
Top of the Funnel

31. What is the top of the funnel?
GET
FOUND
GENERATE
AWARENESS
SALES
PROSPECT

32. HOW?

33. TOFU in a nutshell
2.
Optimizing
1.
content
3.
Creating Promoting
content Content

34. 1 Create Content
• Daily executive article
summaries (blog)
• Weekly executive
newsletter
• Monthly e-books,
reports and white
papers
• Quarterly webinars

35. Make stuff
people want…
Start creating & publishing content that is
that is meaningful and relevant to your
target buyer:
• Top-notch blog articles
• New market data
• Industry research, reports, & studies
• Educational content

36. • The more we give,
the more we’ll get.
Be generous. • Increase # of
pages
and inbound links.
• Build trust,
credibility
and good will.

37. Be consistent.
 Daily executive article
summaries
(blog)
 Weekly executive newsletter
 Monthly e-books, reports and
white papers
 Quarterly webinars

38. 2 Optimize
“6 RETAIL TRENDS
you MUST
understand &
embrace.”
vs. “Retail Trends”

39. Google is Judge, Jury & Executioner

40. Understand
what
motivates
Google
(as well as bing and Yahoo)

41. Help Google decide.

42. Ranking Algorithm
f(n) = Relevance + Authority

43. f(n) Authority
Relevance = On-Page SEO
The process of optimizing
your website and your
content around your target
keywords

44. On-Page SEO Basics
URL Page title
Headings and text
Meta description

45. f(n) Relevance
Authority

46. Off-Page SEO Basics

47. Creating
meaningful and
relevant content is
the best way to
improve the
authority of your
website and content.

48. WHY?

49. Authority is Determined by
Inbound Links

50. How do you get more links?
Create content worth linking to!

51. 3 Promote
Disclaimer: Use of social media company icons is for
instructional purposes only and in no way implies an
association or partnership with any of the individual
companies, or approval, sponsorship, or endorsement
by any of the individual companies.

52. Pick the
right
?
channels.

53. Participate in
channels with
awesome
content
about your
target buyers
and their
passions.

54. Make it easy to share
BLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING!
3 53 2 2
share tweet email +1

55. 3
Master Your MOFU
(Middle of the Funnel)

56. What is the middle of the funnel?
CONVERT
NURTURE
QUALIFY
SALES
OPPORTUNITY

57. “ TOFU
”
is just dessert

58. MOFU
“ is where the
beef is”

59. MOFU in a nutshell
2.
1.
Nurture
Convert traffic
prospects into
leads 3.
into prospects Qualify leads
into sales
opportunities

60. Converting is all
about helping
potential prospects
take action.

61. Give great directions.
?
Create:
• Relevant websites & landing pages
• Clear calls to action
• Compelling offers

62. Create clear, relevant websites
What is it?
Who is it for?
Where’s the proof?
Example: Avanade ERP for Construction
Micro Website

63. Clear calls-to-action
How do I get it?
How do I get it?
Example: Avanade ERP for Construction
Micro Website

64. Compelling offers…
What is it?
What do I get?
What do I need to do?

65. Nurturing is all about
guiding prospects from
general awareness to
actively considering your
products and services.

66. Creating, optimizing, and promoting
exceptional and unique content are
also the keys to nurturing
prospects into leads

68. Remember! Your buyer has changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.

69. thinking like a
marketer or
advertiser…

70. …START thinking
like a
publisher and
socializer.

71. …Focus
your
buyers
business
problems.

72. Give them Valuable and Relevant Content…
 Education
 Information
 Knowledge
With ZERO selling

73. Qualifying is all about
contacting, scoring and
converting leads into sales
ready opportunities – or
not!

74. Up to 75% of marketing gets lost in
the middle-of-the funnel.

75. WHY?

76. Most leads
should never
be passed over
to sales.

77. < 25% of Leads Are Sales Ready
are
n
s
✗

79. Marketing
says:
“That is crazy! We
give you tons of leads.
You just don’t follow
up on them properly!”

80. Sales calls a few
unqualified leads and
finds they are a waste of
time – then they stop
calling the rest of the
leads.

81. Inside sales teams are
uniquely effective at contacting
leads and qualifying them into sales
opportunities.

82. It takes between 3 and 8
touches – including
phone calls and emails – to
contact a prospect.
@ @ @

83. Inside Sales reps spend
over 71% of their time
interacting with
customers
(vs. <41% for field sales reps)

84. Inside Sales reps conduct 8 customer interactions
for every field rep’s 1 interaction.

85. So, if you want…
Insanely Happy
Sales People

86. 4
Keep SCORE

87. Measure
"If you cannot measure it,
You cannot improve it."
- Lord Kelvin

88. The key metrics
Campaigns to
drive traffic
Visitors
Overall
conversion % Conversion %
Lead
(By lead source) Conversion %
Closed deals

89. 1 Have a Plan
2 Become a
TOFU Ninja
3 Master your
MOFU
4 Keep SCORE

90. If you don’t like change,
You’re going to like
irrelevancy even less.”
- GENERAL ERIC SHINSEKII, 2003

91. ARE YOU READY TO
TRANSFORM
YOUR MARKETING?
SCHEDULE A CONSULTATION TODAY
Visit .com
or
Email reedo@fullquota.com

92. Image Sources
• Slide 5 – 11, 14 – 15, 18, 21, 25 – 27, 37, 40, 47, 49, 52 – 53, 61 – 62, 66 – 67, 70 – 71, 73, 75 – 76:
• Image source - Purchased from iStockphoto (http://www.istockphoto.com/license)
• Slide 17: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan
• Slide 19: via flickr: http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/ by epSos.de
• Slide 35: via flickr: http://www.flickr.com/photos/jliba/4389220460/sizes/l/ by Josh Liba
• Slide 36: via flickr: http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-
bonafidemarketinggenius/ by Brandon Christopher Warren
• Slide 55: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan
• Slide 63: via flickr: http://www.flickr.com/photos/haizi-hyg/3640001725/in/set-72157619950169446/ by hyg-27
• Slide 65: via flickr: http://www.flickr.com/photos/ccacnorthlib/5839729061/in/photostream by CCAC North Library
• Slides 18, 20, 39: Hubspot.com
• Slides 51 & 53: Guidelines for Use of the following trademarks or logos:
• Twitter: https://support.twitter.com/entries/77641
• LinkedIn: https://developer.linkedin.com/documents/branding-guidelines
• Facebook: http://www.facebook.com/brandpermissions/logos.php
• YouTube: http://www.youtube.com/t/press_room_image_files
• Reddit : http://www.reddit.com/r/redditlogos
• Slide 60 Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg
• Slide 69: http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-
sign.html
• Slide 78: http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg